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Asian Journal of Research in Business Economics and Management
Year : 2013, Volume : 3, Issue : 10
First page : ( 70) Last page : ( 84)
Online ISSN : 2249-7307.

Green Marketing Mix

Sachdev Sudhir*, Prof. Mahna Vinod**

*Research Scholar, Manav Rachna International University, Faridabad, Haryana, India

**Dean, Manav Rachna International University, Faridabad, Haryana, India

Online published on 4 October, 2013.

Abstract

The current rapid growth in Indian economy and the patterns of consumers’ consumption and behaviour are one of the main causes of environmental deterioration. As the environment continues to worsen, it has become a persistent public concern in our country. Furthermore it has also awakens various stakeholders to the green movement for preservation of the environment. With an increase in the social and political pressures, many firms embraced green marketing strategies and exploited these environmental issues as a source of competitive advantage.

Green marketing (or marketing of Eco-friendly goods) has not lived up to the hopes and dreams of many managers and activists. Although public opinion polls consistently show that consumers would prefer to choose a green product over one that is less friendly to the environment when all other things are equal, those “other things” are rarely equal in the minds of consumers. The study of consumers’ attitude and purchasing intention toward eco-friendly goods will help marketers to understand how to improve and price their green products and how to attract consumers to buy their products.

The purpose this study aims at investigating the influence of applying green marketing elements mix (product, pricing, distribution and promotion) by companies in India on consumer's mental image.

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Keywords

Eco-friendly Marketing, Marketing Mix, Environmental Concern.

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